RFD-TV Stats, Research and Demographic

Think Outside the City
History
March 2000
DISH Network launches RFD-TV as a public
interest channel on AT100 platform
Dec. 2000
March 2002
Programming expands and distribution grows with
carriage agreements with Mediacom, Bresnan and
small NCTC cable systems
2008/2009
2010
DISH launches RFD-HD; RFD is lead sponsor of
DISH Summit and heavily markets HD launch
2011
2012
RURAL RADIO on SiriusXM Channel 80 launches
and is the first national radio network dedicated to
agribusiness and western lifestyle
DIRECTV launches RFD-TV as public interest
channel under the same guidelines
2002-2006
2007
Master affiliation agreements are signed with
Comcast, Time Warner, Cox, Verizon FiOS and
other MVPDs
RFD Communications , Inc., is formed as a
non-profit 501(c)3 corporation
2013
2014
Due to viewer requests for rural news and the
desire to seek urban cable distribution, RFD-TV
is converted to a for-profit entity, DISH moves
RFD-TV to AT-200 plus a la carte option; 60k
subscribers choose a la carte
DISH renews affiliation agreement and RMG
issues warrant for 12.5% of equity
DISH launches RuralTV on AT-250 and
Heartland; RMG heavily markets RuralTV on
DISH to sub base; RMG purchases FamilyNet
and merges distribution with RuralTV
RMG viewers flood FCC with over 12,000
comments on rural programming; AT&T
launches RFD-TV and HD to over 90% of base
2
Rural Media Group
True to Our Roots
For more than 14 years, RFD-TV has remained true to its mission of being the preeminent
television network dedicated to the interests of rural America with programming focused
on agriculture, equine and western lifestyle.
RFD-TV, now in its 14th year of serving the
needs of rural America with agribusiness,
equine, rural lifestyle and music &
entertainment programming.
•  Launched in 2000
•  Distributed to 47m households
•  11 million weekly impressions
•  Strong Prime and endemic viewership
•  Rural Evening News focused on
agribusiness and rural policy issues
•  Market Day Report providing five hours
of “live” news coverage
RFD-TV The Magazine is enjoying its
11th year of delivering the program
guide and topical articles to entertain
and keep readers informed.
FamilyNet is America's trusted
entertainment network providing
responsible, relevant, and entertaining
viewing choices for today's diverse
family. FamilyNet Television is the best
destination to watch programming for
and about families.
•  Critically acclaimed shows
•  Laugh-out-loud sitcoms
•  Expanded cattle auction coverage
•  Spiritual Sundays
RFD-TV The Theatre is located in the
heart of Branson’s entertainment
district and features concerts by
national headliners as well as live
tapings of RFD-TV favorites.
RURAL RADIO
The first and only national radio
network serving rural America &
Canada
•  27m SiriusXM subs
•  Launched July 2013
•  Commodity Wrap
•  Market Day Report
•  Horse Talk
•  Western Sports Round-up
•  Rural Evening News
RMG Events
Producing the finest live coverage
in western sports, including 10
days of the WNFR and The
American, the worlds richest one
day rodeo
•  Broadcast live from Ag shows
•  Coverage of State Fairs
•  Exclusive Western Sports
events and rodeos
Our mission hasn’t changed:
To serve the needs and interests of rural America
with family-oriented programming that reflects
traditional values while connecting city with country.
3
Management Team
An experienced and deep management team
Patrick Gottsch
Founder and President
Steve Campione
Chief Operations Officer
Chief Financial Officer
Brian Hughes
Chief Revenue Officer
Billy Frey
Chief Marketing Officer
Randy Bernard
Chief Executive Officer
RFD-TV Events
Michael LaBroad
Chief Creative Officer
Gary Kanofsky
Chief Content Officer
EVP of News
4
RFD-TV Audience
47,381,000 !
HOUSEHOLDS"
10,627,000
WEEKLY IMPRESSIONS P18+"
#1Farmers and Ranchers
(Audience Composition)"
#1Cable Network in time spent
viewing Weekend Prime TV at
10.57 hours per household
(industry average 3.75)"
Top Third Cable Network in
time spent watching "
""
Source: Nielsen Media Research, February 2015, 4Q 2014; 2014 Doublebase GfK MRI; Rentrak TV Essentials, 4Q2014, Prime included
all cable networks with more than 1 million average HHLD audience. Total
week included all cable networks with more than 4 million average
households. "
Voted Best Value - 2014
Independent Cable News’ annual survey
of more than 200 systems, ranked 137 cable networks on a
variety of issues. RFD-TV was voted the #1 cable network
being judged as the most reasonably priced compared to
all other channels.
RFD-TV
History
HGTV
A&E
TNT
MTV
USA
ESPN
83%
70%
68%
58%
23%
23%
22%
4%
Source: Independent Cable News January/February 2014"
5
Continued Distribution Growth
“RFD-TV Adds Distribution in a Critical Time”
-December 3, 2014, SNL Kagan
Distribution
Increased +34%
47,715,000
Since 2009
40,813,000
39,355,000
41,124,000
39,632,000
35,517,000
Dec‘09
Dec‘10
Dec‘11
Dec‘12
Dec‘13
Dec‘14
Source: Nielsen Media Research"
6
Demographics
US
Average
RFD-TV
Ag
Equine
Age50+
Men
48%
63%
59%
46%
46%
Women
52%
37%
41%
54%
54%
Median Age
46.4
61.7
50.1
46.4
-
Median Net Worth
$218,012
$273,545
$300,153
$273,047
$282,681
Median HH Income
$59,979
$53,888
$65,911
$65,889
$55,259
Home Owned
67%
86%
82%
82%
80%
County Size A & B
72%
35%
46%
55%
68%
County Size C & D
28%
65%
54%
45%
32%
HH Size 1-2
46%
66%
50%
36%
70%
HH Size 3+
54%
34%
50%
64%
30%
Source: 2014 Doublebase GfK MRI"
7
A Unique Audience with Exclusive Content
AgriBusiness"
Music & Entertainment"
•  2.6 million weekly impressions P18+"
•  #1 with Farmers and Ranchers"
•  70% of cattlemen watch regularly"
•  5.4 million weekly impressions P18+"
•  New classics (Marty Stuart, Joey + Rory)
and Old Favorites (HEE HAW)"
Equine"
Rural Lifestyle"
•  1.2 million weekly impressions P18+"
•  7 million horse owners in US"
•  25% of programming dedicated to equine"
•  1.4 million weekly impressions P18+"
•  30 hours of FFA convention coverage"
Source: Nielsen Media Research, NHI, Q4 2014"
8
RFD-TV’s Growing Audience
Total Unique Household Audience
6,000,000
RFD-TV’s unique audience by
month is up 30% from 2013
5,500,000
5,000,000
4,350,454
4,500,000
4,040,234
3,959,639 3,870,378
4,000,000
3,638,760
3,785,032
3,512,638
3,453,175 3,472,672
3,500,000
3,000,000
2,749,177
2,888,955
2,600,974
2,500,000
2,000,000
1,500,000
Jan
Feb
Mar
Apr
May
Jun
2013
Jul
Aug
Sep
Oct
Nov
Dec
2014
Source: Rentrak TV Essentials, Network Monthly Trend from January 2013 to December 2014, Live+3, All Day
9
RFD-TV Viewers Watch the Network
Time Spent Watching/
HHLD
Network
Fox News Channel
67.65
CNN
24.53
A&E
20.14
RFD-TV
20.12
American Movie Classics
17.24
The Weather Channel
16.62
Up TV
16.19
Outdoor Channel
14.08
CNBC
13.95
CMT
12.52
Horse Racing Television (HRTV)
7.66
Great American Country
7.15
Source: Rentrak TV Essentials, 4Q2014
10
Rural and Agribusiness News
9am to 2pm ET - The only live, five hour weekday
broadcast covering rural news, agriculture weather
and market reports on all commodities, both cash
and futures, in half hour wheels
7:30pm ET - The only primetime national evening
news broadcast recapping the day’s rural news, weather
and markets, along with a western sports report and a
Farm Family of the Day feature.
Dedicated News Bureaus!
Washington DC
1400 Independence Ave SW
Suite 417A
Washington, 20250
Chicago!
20 S Wacker Drive
Chicago, IL 60606
News sources also include agriculture associations, rural organizations, state farm bureaus and heartland company’s news releases.!
11
Investment in News and Studio Assets
12
Investment in News and Studio Assets
13
Investment in News and Studio Assets
14
Live Event Coverage
March 1, 2015
World’s Richest Rodeo with a
$2 million dollar payout
The world’s largest and richest one-day rodeo
held at AT&T Stadium in Dallas, brings
underdogs, stars and legends to the same arena
for a record breaking payout of over $2 Million
providing a unique opportunity for advertisers
to showcase their brand.
FFA Annual Convention
Ag Shows and State Fairs
15
FamilyNet Audience and Distribution
National Distribution from Dish Network
With additional distribution from the leading MSOs,
including AT&T, Verizon FiOS, Comcast, Charter, Time
Warner, Cox and many others.
23,000,000 !
Classic Family Programming Partnership with Sony Pictures
Television
HOUSEHOLDS"
1,250,000
WEEKLY HH IMPRESSIONS"
Programming from the library Sony Pictures
Television includes some of the most recognized
and critically acclaimed show titles, including:
!
"
US Average
FamilyNet
Men
48%
32%
Women
52%
68%
Median Age
46.4
54.6
Median Net Worth
$218,012
$156,360
Median HH Income
$59,979
$43,203
Home Owned
67%
68%
County Size A & B
72%
67%
County Size C & D
28%
33%
HH Size 1-2
46%
42%
HH Size 3+
54%
58%
Source: 2014 Doublebase GfK MRI"
16
FamilyNet Ratings
Ratings Growth
Since partnering with Sony in Sept 2014, FamilyNet viewership has increased on the
network at an amazing pace, with the network being up more than 100% year over year.
1,400,000
+94.9% | +96.7% | +29.8%
Q2Q
M2M
1,200,000
Y2Y
Sony Pictures
Television
1,000,000
800,000
600,000
400,000
200,000
0
6/30/2014
7/31/2014
8/31/2014
9/30/2014
10/31/2014
11/30/2014
12/31/2014
17
RURAL RADIO Audience and Distribution
North American Reach on One
Network
RURAL RADIO on SiriusXM Channel 80
broadcasts original programming for rural audiences
that spans commodity market reporting, lifestyle
programming, original and classic entertainment, and
western sports, such as rodeo and bull riding.
28,000,000 !
SUBSCRIBERS"
50,000,000
Unique Shows and Content
LISTENERS"
!
"
US Average
SiriusXM
Men
48%
48%
Women
52%
52%
Median Age
46.4
48.2
Median Net Worth
$218,012
$373,495
Median HH Income
$59,979
$99,573
Home Owned
67%
85%
County Size A & B
72%
71%
County Size C & D
28%
29%
HH Size 1-2
46%
45%
HH Size 3+
54%
55%
RURAL RADIO on SiriusXM Channel 80
broadcasts original programming for rural audiences
that spans commodity market reporting, lifestyle
programming, original and classic entertainment, and
western sports, such as rodeo and bull riding.
Source: 2014 Doublebase GfK MRI"
18
RURAL RADIO Programming
ONLY ON
RADIO HOST:
Steve Kenyon
TV HOST:
Amy Wilson
Agribusiness
RADIO HOST:
Flint Rasmussen
Western Sports
19
Research Tools
Research Tools/Surveys
§ 
Ratings
1.  Nielsen Media Research
2.  Rentrak TV Essentials
§ 
Consumer Information
1.  GfK MRI
§ 
Affiliate Information
1.  SNL Kagan Media Census
§ 
Custom Research
1.  Ag Media Research RFD-TV Custom Study
2.  Turnkey Intelligence
Nielsen Media Research
• 
RFD-TV currently in 48 million homes
• 
Measured by People Meters
• 
§ 
In more than 20,000 homes or approximately 45,000 people
§ 
Representative sample of US
Lists viewers in thousands and all demos tracked
How to Read Your Ratings Report
• 
Monthly reports
• 
All of your shows, by week, day and time
• 
Lists all demos Nielsen tracks
• 
Lists show totals, total impressions and show averages
How to Read Your Ratings Report
• 
Month
• 
Period range
• 
Name of show
• 
Date it ran
• 
Start time
• 
Day of the week
• 
HHLD
• 
P18+
• 
Live+SD AA(000)
• 
§ 
Show total
§ 
Total
§ 
Average
§ 
Impressions vs. # of people
Grand Totals
How to Read Your Ratings Report
• 
Ratings for the previous week are delivered to research
department at 3pm central on Tuesday
• 
Information available Wednesday morning
• 
Ability to run Adhoc reports
Rentrak TV Essentials
• 
Additional resource to measure and track audience numbers
• 
Similar to Nielsen but Rentrak only reports household numbers
§ 
Measures 15 million households
§ 
§ 
Reports on 230+ networks
Reports down to the DMA level
§ 
Viewership by the minute
Rentrak TV Essentials
GfK MRI Crosstab
RFD-TV (Rural
Free Delivery TV)
All
FamilyNet
Unwgtd
Weighted (000)
Horz %
Vert %
Index
24691
233831
100.00
100.00
100
394
4382
1.87
100.00
100
247
2883
1.23
100.00
100
Unwgtd
Department, Clothing/Shoes &
Weighted (000)
Specialty Stores - Times
Shopped: Dollar General In last Horz %
3 months: Any
Vert %
Index
5233
57349
100.00
24.53
100
125
1399
2.44
31.92
130
70
914
1.59
31.71
129
Unwgtd
Automobiles And Other Vehicles Weighted (000)
- Manufacturer: Net Any Vehicle Horz %
(currently owned/leased): Ford
Vert %
Index
5115
52593
100.00
22.49
100
115
1211
2.30
27.63
123
57
645
1.23
22.36
99
* Projections relatively unstable, use with caution
Source: 2013 Spring GfK MRI weighted to Population (000) - Base: All
No Audit Report Was Generated
GfK MRI Data – Car Brands
Buick
250
Toyota
Cadillac
200
150
Nissan
Chevrolet
100
50
RFD-TV
Equine
0
Ag
Honda
Chrysler
Jeep
Dodge
GMC
Ford
Acreage
GfK MRI Data – Energy Drinks
AMP
250
Rockstar
200
5-hour Energy
150
100
RFD-TV
50
Red Bull
0
Full Throttle
Equine
Ag
Acreage
NOS
Gatorade Energy Formula
Monster
GfK MRI Data – Energy Drinks
Alltel
450
400
Virgin Mobile
350
300
AT&T
250
200
150
100
RFD-TV
50
Verizon Wireless
Cellular One
0
Equine
Ag
Acreage
T-Mobile
MetroPCS
Sprint
AMR Custom Study
• 
RFD-TV commissioned study by trusted research firm Ag
Media Research
• 
Findings for not only RFD-TV audience, but also SiriusXM
radio
• 
Conducted study in 2013
§ 
§ 
• 
Farm Belt Farmers
February 8-15
Broader study in 2014
§ 
§ 
True national study representing all 48 states
February 10-14
AMR Custom Study
Methodology Summary:
• 
• 
• 
• 
• 
• 
• 
• 
• 
754 Telephone interviews
12 Corn Belt states: IL, IN, IA, KS, MI, MN, MO, NE, ND, OH, SD & WI
Producers verified as harvesting 500+ acres cropland
Interviews conducted February 8-15, 2013
Completed interviews proportionate by state based on U.S. Census of
Agriculture
Sampling of producers to call provided by Farm Market iD at 12 names per
interview (12:1 ratio),
9,000 sample names to complete 750 interviews
Calls made randomly from each state’s sample
Margin of error: + or - 3.65%
Target Audience:
Phone interviews February 8-­‐15, 2013 Total Names 9,000 Total Completed Interviews 754 Total States Contacted 12 Producer acre minimum 500 •  According to the most recent Ag Census data available, 67.65% of farms in the
U.S. with 500+ acres of cropland are in the 12 Corn Belt States. Of the 163,032
farms in the U.S. with 500+ acres of cropland, 110,283 are in the 12 Corn Belt
states.
•  Also, farms with 500+ acres of harvested cropland account for 80.74% all
harvested cropland in the 12 Corn Belt states.
About AMR:
•  Ag Media Research (AMR) is an independent research firm that surveys the
media habits of decision makers in the agricultural business sector, primarily
farmers, in the United States. Their offices are located in Sioux Falls, South
Dakota.
32
AMR Custom Study
• 
Key Findings
§ 
60% of farmers have watched RFD-TV
1. 
52% within the last month
2.  44% within the last week
§ 
68% of beef producers watched RFD-TV
§ 
Farmers could remember 4 programs by name (unaided) and another 3 when
given the name
SNL Kagan Media Census
• 
Use in Affiliate Sales to determine market
•  Time Warner Footprint
•  RFD-TV Footprint
Dallas/Ft. Worth
RFD-TV Carrier
HHLDs
DIRECTV
301,323
DISH
215,980
Verizon FiOS
198,965
722,009 households already receive RFD-TV in the zip codes Time
Warner is in.
2013 SNL Kagan Media Census
Real. Rural. Results
Barry Kriha, VP Research and Analytics
barryk@rfdtv.com
(402) 614-9997